Sean Walsh
Sean is a Director at Intelligency heading up our digital marketing and client services operations. Sean has 15+ years experiencing working both in-house and agency with brands including Lloyds, Alstom, Hitachi, Lufthansa, Viaplay, DFDS Seaways and Mercedes-Benz.
Google dropped its March 2025 core update recently, and like most algorithm updates, it’s got people in marketing and SEO circles buzzing. The main headline? Not every site that’s lost traffic will recover—and some might not recover at all.
But before you panic, here’s what you really need to know (in plain English).
Google’s focus is shifting—for good reason
This latest update is part of a bigger effort by Google to show more relevant, useful, and satisfying content in its search results. Sounds good, right? It is. But here’s the catch: Google’s not promising that every website will magically return to its former glory.
Danny Sullivan, Google’s Search Liaison, said this update doesn’t mean everyone who dropped in rankings will bounce back. In fact, some sites might not recover at all. Why? Because not all content—no matter how well-intentioned—hits the mark for users anymore.
“Great content” isn’t always enough
Even if your site has high-quality content and your heart’s in the right place, that doesn’t guarantee a top spot on Google. Sullivan said that some pages just don’t offer the kind of experience users are looking for anymore.
This isn’t a dig at creators—Google even admits their systems still need work. But it’s a reminder that what felt like good content a few years ago might not feel that way now.
One update doesn’t fix everything
Not every site is affected by the same part of the algorithm. So just because your site took a hit doesn’t mean the next update will fix it. You could be impacted by a different system than another site, even in the same industry. And unfortunately, there’s no guarantee your traffic will bounce back at all.
Search is changing—and fast
What Google wanted to rank in 2023 is not what it wants to rank in 2025. Social content is playing a bigger role. User satisfaction is front and centre. The way we search is evolving—and so are Google’s expectations of content.
So what should marketers do?
If you work in marketing, here’s the bottom line: stop chasing algorithm reversals. Focus on creating content that’s genuinely helpful, genuinely engaging, and meets your audience’s needs—today, not three years ago.
Because even if your site doesn’t shoot back up the rankings right away, that kind of content has a much better chance of succeeding in the long run.
TL;DR:
- Google’s March 2025 core update won’t help all websites recover.
- Good content alone isn’t always enough—experience matters too.
- Every site is affected differently by algorithm changes.
- Google’s definition of “good content” keeps evolving.
- Focus on quality, relevance, and user satisfaction above all else.
Keep creating for your audience—not the algorithm. The rest will follow (eventually).
